Jarábik Barbara talking about luxury brands advertising solutions today
Barbara Jarabik: Hone the details – from packaging to product design, every aspect of a luxury brand should reflect quality and attention to detail. It is important to create a strong brand identity that will make your brand stand out from the competition. Focus on the customer experience. From the moment a customer interacts with your brand, you should be aiming to create a luxury experience. This should of course encompass the in store experience as well as the online experience.
If Ferrari’s sold for $15,000, they wouldn’t appear very luxurious. Everyone would have them which would negatively affect the exclusivity as I spoke about earlier and it would make them appear less special. Don’t get me wrong. I love supercars and I’m sure a Ferrari is worth every penny it’s sold for, but I don’t doubt it’s marked up to hundreds of thousands of dollars on purpose. The price positions it as top-of-the-line and miraculous. This is why one of the smartest strategies luxury brands can use to increase revenue is simply increasing how much they sell products for. Imagine that you received 1,000 orders every month at an average value of $300.
Google is one of the most influential channels when it comes to helping luxury shoppers find products, learn more about brands, and make their purchase. As we’ve already alluded to, most luxury brands have pretty poor websites. Unsurprisingly, most of those websites also have extremely bad SEO, making it difficult for their websites to rank well in Google for search terms that would otherwise capture potential customers. Take Prada for instance. When I search for Prada handbags, not only do I not receive a link to Prada’s handbag page (due to their poor keyword targeting, slow site, and poor on-site structure), but the results also look messy and untargeted.
You’ve written ads to catch the eyes of affluent searchers. You’ve negated keyword modifiers that imply discounted pricing. Now let’s dive into income-based geo targeting. This is another truly phenomenal way to cut wasted spend and ensure the ads you’re paying for end up in front of the right people. How do you make that happen? Simple. According to Google, income-based location targeting is “based on publicly available data from the US Internal Revenue Service (IRS), advertisers are able to target ads to certain areas according to their average household income.” When you created a customer profile, detailing your ideal consumer, average household income was probably something you considered. It’s part of how you determine what you sell and how you sell it. Now you can leverage IRS data to help you to discover and advertise to these fine folks. And the best part? You can layer income-based targeting with your other location targeting for maximal effect. This means you don’t have to wholly exclude areas that fall outside of those designated as having higher household incomes; you can create separate campaigns (ensuring your budget is skewed towards geos in which the likelihood of your ideal prospects living there is greater) or just use bid adjustments.
“Everything we do, we believe in challenging the status quo. We believe in thinking differently (why Apple exists). The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly (How Apple achieve their why). We just happen to make great computers (What Apple do).” Communicating the story behind your products, and explaining the values that define a luxury brand, is fundamental to effective luxury marketing. Aston Martin do a great job telling the story of their brand heritage on all of their product pages and digital content. By explaining that your brand represents an assurance of luxury, quality, performance, style, or whatever value you stand by, you will find it easier generating advocacy for your brand online. Discover more information at http://jarabikbarbara.com/.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The world digital signage mirrors market was estimated at USD 780 million in 2021. The global market is expected to grow steady at a CAGR of 12.21% to reach USD 910 million by 2023. Digital signage mirrors can greatly increase individual efficiency by choosing outfits as per weather updates while also offering bus and train schedules (including traffic updates). Digital signage mirrors in smart homes, planes, commercial spaces, hotels, etc. are designed to be connected to users as well as with different devices around. Energy efficiency is one of the major advantages that will drive the adoption of digital signage mirrors.